ИСТИНА

The development and expansion of information technologies affect the all spheres of modern life including business processes in the fashion industry. Today websites and pages in social media are the key communication channels for fashion industry companies. Glossy magazines are still important but first of all in the website format and as the digital versions for tablets and smartphones. In the situation of lots and lots of informational messages and variety of market offers companies are searching for new strategies for engagement consumers in the web communication. In the article are given some examples of them: the offering of interesting and high quality content; the demonstration of friendliness, openness and «faces» of company; the offering of hipster and creative content and useful services. The specificity of the communication in the social media and the cooperation between companies and fashion bloggers are also considered. The article focuses on some new strategies of the on-line retail: the virtual mirror, the «home try-on» program, the application for smartphones and tablets where they act as a mirror to try on cosmetics. It also represents some new strategies of the off-line retail which are intended to attract attention, surprise, entertain and stimulate discussions: the «magic mirror», the virtual try-on of watches by using the shop-window of the department store.